Task orientation is one of the most important principles of technical communication. But it is also a more difficult concept than it might at first seem. Part of the problem is the vocabulary of tasks.
When we urge writers to be task oriented, we usually contrast it to a different style, which we often call “feature oriented”, or “product oriented”. We say things like, “write about the task, not the product”, or “stop talking about the product and start working for the user”. All of this can make it sound like it is a bad thing to even mention the product and its features.